National sandwich chain Subway plans to end its Value Meals contract sooner than expected, according to reports.
Restaurant Business Magazine reported Friday that the company will end sales of the $6.99 6-inch meal on Wednesday, Nov. 27, citing a memo shared with Subway operators. The promotion was scheduled to run until December 26th.
The deal, which began Nov. 3 in honor of National Sandwich Day, allows customers to order a 6-inch subwoofer, a small fountain drink and a bag of chips or two regular cookies. When Subway announced it, it was promoted as a value option.
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The overall meal deal “has not delivered the expected results,” according to a message seen by Restaurant Business Magazine.
Subway did not immediately respond to Nexstar’s request for comment, but said, “Our approach to value is thoughtful and strategic, leveraging data to balance consumer needs while protecting the interests of our franchisees. ” he told multiple media outlets.
The company didn’t directly address the dining deal, but said in a statement that it “takes feedback and data seriously and, if necessary, works quickly to ensure we do what’s best for franchisees, guests, and the business as a whole.” We will adjust our policies accordingly.”
Instead, Subway will be offering customers a digital deal for 20% off Subway until January 5, according to Restaurant Business Magazine.
Last year, Subway was acquired by Rourke Capital, a private equity firm with expertise in restaurant management. At the time, the company said it planned to continue modernizing its restaurants and expanding internationally under Rourke’s ownership.
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Founded in 1965, Subway is now one of the world’s largest restaurant chains with 37,000 stores in more than 100 countries.
But in the U.S., it has been losing market share in recent years to fast-growing rivals like Panera and Firehouse Subs, which feature more diverse menus and new locations.
Subway is trying to catch up. The company revamped its menu in 2021 and announced a series of chef-developed sandwiches in 2022 after realizing that customers were tired of Subway’s traditional model of letting customers make their own sandwiches. Earlier this year, Subway announced it would discontinue Coca-Cola products in 2025.
The Associated Press contributed to this report.
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